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The brand-new 2011 has come quietly. With the growth of the 80s and 90s with the growth of the Internet, they have also entered the weak years of their standing years. They have quietly become the consumer army of the entire furniture market. To seize this consumer market, we must seize the Internet, we must seize the furniture online shopping market. So, how should furniture companies use the Internet to promote brands and implant memory cells in the post-80s and post-90s? What is the sustainable development path of the furniture online shopping market?
Quality is heart
What is quality? Quality is a power, quality is a trust, quality is a value, and quality is a concept.
In recent years, the quality of online shopping furniture has created a shadow in consumers' minds. Many consumers have heard of online shopping for furniture, and the quality of furniture has become the focus of complaints in the entire online shopping furniture market. The problem with furniture purchased online is not just that the formaldehyde exceeds the standard. Irritating odors, product deformation, peeling, cracking, shrinkage, discoloration, gumming, loose structure, etc. are all hot spots for consumer complaints. Indeed, buying furniture online, based on a few pictures and a few sentence descriptions, is really incredible.
The fierce competition has forced enterprises to solve it through various methods. Low-cost e-commerce methods are being targeted by certain businesses. In order to pursue short-term profits, some extremely irresponsible companies use some fake and inferior materials in production, but then match some beautiful pictures on the Internet to lure consumers to buy. This behavior has caused huge losses to consumers. The injury also hindered the development of the entire furniture e-commerce market.
Why don't consumers choose furniture products in shopping malls, and finally buy furniture through the Internet? In fact, the root cause is not the price, but the quality of the furniture based on the price. Quality is the heart of the entire furniture e-commerce and the core of the development and growth of the entire furniture e-commerce. Huang Hui, Operations Director of Melaleuca Furniture, said, "The quality of furniture products reflects the company's sense of social responsibility. If a furniture company wants to grow bigger and stronger, it must take quality as the core of the entire enterprise development, and also Only in this way can an enterprise develop for a long time. "
Integrity is the soul
The important content of ancient Chinese economic ethics "people cannot stand without faith", is talking about the important role of integrity. In the continuous development of e-commerce today, integrity is the soul of the entire electricity market.
Ms. Wang, who lives in Chongqing, said: "It is the first time to buy furniture online. Although it is visible but untouchable, but the customer service staff communicated carefully, and then I went to the Internet to query relevant information. Trust. Later, due to the busy work and the promotion activities of Melaleuca Furniture Network, I chose the Internet channel. I sat at home and waited for the master to install it. The furniture looks exactly like the picture. The quality is also very good. Now I want to Thinking, I feel a little unbelievable. "
If furniture enterprises are to actively participate in e-commerce activities, they must establish a sound business integrity mechanism. How to establish a perfect credit mechanism? How to put integrity into the soil of the company's survival? In this regard, Huang Hui has a unique insight.
First, establish and improve the social credit system and management system. The development of e-commerce in furniture cannot be achieved without integrity. This credit system includes the security of payment, including the safety of furniture quality, including the after-sales problems of the furniture, which are interlocked and ultimately form the entire credit system.
Second, cultivate the integrity culture of enterprises. The integrity culture of e-commerce is also reflected in the integrity education of each employee. For example, in the early stage of furniture purchase, you need to find an honest and creditful manufacturer; when selling, customer personnel cannot lie about the material of the furniture. Enterprises should take the ethical standards of autonomy and self-discipline as an important part of the enterprise, and then establish an enterprise culture based on integrity.
Third, strengthen the supervision of the regulatory agencies. Establish various credit evaluation and supervision systems to achieve inter-departmental, cross-industry, and cross-regional credit information interconnection. For example, Melaleuca Furniture Network has already joined the pre-assessment authorized by the Ministry of Commerce to restrict dishonesty.
Service is blood
According to an online survey, among consumers between the ages of 27 and 40, 36.5% of men support furniture online shopping and 30.7% of women. However, there are still many people who are skeptical about buying furniture online, which is the way to buy cattle across the mountain. Consumers are still accustomed to the traditional "seeing and touching" consumption habits, mainly derived from the confusion of "no sale after the online shop", some consumers do not trust the furniture industry, can e-commerce be used The key to increasing sales lies in perfect service.
If the quality of furniture is the internal strength of e-commerce, how can more consumers accept furniture online shopping? You need to seize the external power of service. Huang Hui said, "The furniture online shopping industry is actually a service-oriented industry. Our services include pre-completed product information services, consulting services during sales, and after-sales maintenance services. This is a complete set of services." Only with perfect service can products or platforms stand out.
In 2009, the US furniture e-commerce sales accounted for 4.3% of the total sales and showed a gradual upward trend, while the Chinese furniture e-commerce sales are still almost blank. With the growth of the post-80s and post-90s, the furniture online shopping market will become a hot spot . Only by grasping the three levels of quality, integrity and service can furniture companies truly go to the path of sustainable development.
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